Is the art of persuasion really an art? If you ask many creatives, they will tell you that good marketing copy may use certain rules, tricks and best practices that have been cultivated over decades of marketing history but that it ultimately comes down to the creative capability of the individual.

But the reality of marketing is that it relies less and less on creative geniuses and more and more on geniuses who can use data creatively. The difference is subtle but important: The new generation of successful marketers must harness the relevant details about their target audience and use that not only to make their message visible to that audience but also to make that message as appealing as possible.

And how are they doing it? Through something called “decision science.”

This emerging discipline establishes the emotional, rational, and instinctual drives that motivate decision makers through statistical and empirical analysis. By understanding these motivations, marketers can go further than targeting to ensure that they are addressing the right audience in the right way, at the right time and in the right context.

Does it work? Unequivocally, the data points to a resounding “yes.” Marketers already taking advantage of decision science in the creative process are learning that they can both reach brand lift and direct sales goals more easily by taking advantage of the new strategies that decision science brings to the table.

By tapping into the decision-making process, decision science can help marketers tap into hard-wired human behaviors to drive campaign performance with minimal effort. Many brands and direct marketers across several different industries have seen their marketing efforts deliver significantly better performance by learning how to integrate this perspective on decision making into their campaigns.

And that’s the core of decision science’s tremendous powers: No matter what your KPI, decision science will boost performance without additional investment, greater budgets or more time spent on individual campaigns.

More and more marketers are learning the power of this discipline. For PGIM Investments’ Chief Marketing Officer Sheri Gilchrist, the power of decision science has become more obvious than ever, even as the field continues to evolve and develop more sophisticated strategies and analytical tools.

That is why Gilchrist is joining HBT Marketing’s Chief Creative Officer Nancy Harhut to discuss exactly how decision science can accelerate digital and direct marketing campaigns and provide a much higher ROI thanks to its precision and reliability.

Want to learn more? At this year’s &THEN, Gilchrist and Harhut will lead “The New Science Behind Campaigns That Persuade.” They will discuss what this new and powerful marketing tool is, how both creative advertisers and data-driven marketers are using it and why it is quickly becoming a low-cost, low-effort and high-reward method of driving sales, raising brand awareness and improving marketing performance.

This article is brought to you by &THEN, DMA’s annual event. Click here to join the leaders of the marketing community and advance your data and marketing mastery in Las Vegas, October 7-9.